From Niche to Norm: Making Sustainable Behaviour Mainstream

As marketing leaders, we play a critical role in driving big change – to capture growth from consumers AND to ensure our brands are fit for the future. But with tighter budgets, tougher markets and rising consumer expectations, delivering growth and impact at the same time feels harder than ever.  

However, with tougher conditions also comes an opportunity: one where we stop asking consumers to think harder and care more — and start designing behaviours for impact so the “better” choice feels like the natural choice, rather than a moral one. 

Brands that help consumers act on their intentions don't just build trust - they capture market share and growth. While operations and supply chains solve part of the sustainability challenge, research shows that consumer behaviour drives up to 60% of the impact.

What to expect:

We’ll bring together senior brand leaders to showcase how they’ve made “big change” happen through behaviour design at scale, driving not just impact but better commercial results. With insights from behavioural and sustainability experts, and brands including Diageo, EDF and Currys, you’ll leave with practical examples and actionable steps to apply to your 2026 plans (and beyond).

You’ll leave with:  
•    An understanding of the mechanics that move consumers from intention to action 
•    Proof of behaviour change in action through brand and creator case studies 
•    An exploration of how behavioural science translates seamlessly into social-first formats 
•    Practical tools, including Every Brief Counts, that help embed responsibility into mainstream brand building 
•    Actionable Insights on how to deliver messaging that is compliant, aligned with corporate ambitions, and effective for audiences

Agenda: 

Highlights include:

• A keynote on how behaviours spread through culture, why some ideas tip into the mainstream while others stall, and how brands can design for resonance
• Candid Conversations from leading brands on the trade-offs, internal levers and realities of embedding big change inside complex organisations.
• Disruptive examples from challenger brands and creators showing how new norms are being built in culture right now, for impact AND for the bottom line.